广告与商业建筑立面的冲突与共存初探

发布时间：2018-06-20 23:31

本文选题：商业广告 + 商业建筑　；参考：《西安建筑科技大学》2009年硕士论文

【摘要】： 现代消费社会促进了商业建筑的快速发展,同时也促进了广告业的繁荣,商业建筑立面需要户外广告的装点以营造热闹商业氛围。但广告的肆意扩张已经形成了一种视觉污染,对人的生活造成了一定的影响。论文初步指出了商业建筑立面广告的多、乱、差,并在一定程度上分析了造成这种局面的多重原因。然后通过问卷调查,实地调研等手段,选择了几个优秀的商业建筑从视觉心理、立面构图、色彩等几个方面对其进行分析,总结了一些广告与商业建筑立面共存的原则:统一性原则;主从原则;多样化原则;动态平衡原则;精致化原则等等。针对商业建筑立面广告的设计作了初步探索:首先,要分析建筑所处的区域环境特征,根据不同区域的规划要求和区域整体建筑的风格、肌理来确定新建商业建筑立面风格及附着在立面上的广告装置的设计;其次,总结了以招贴为主的立面广告的设置方法,根据视觉心理和构图原则来确定立面上广告的大概位置和大小多少;再次,初步提出在某些特定的环境下建筑立面乃至建筑整体形象可以广告化设计,同时广告也可以建筑化设计;最后,在商业建筑的立面可以综合运用高科技的手法,产生更加炫目多样的商业建筑立面形象,形成新的城市形象面貌。最后结合笔者在导师的指导下参与的宝鸡代家湾旧城改造沿陈仓大道商业中心的建筑立面设计方案,具体论述了部分规律在建筑设计方案中的综合应用。本文的研究价值在于对广告与商业建筑立面共存的原则及设计方法进行了初步的研究,为今后的商业建筑立面提供了翔实的基础资料,因而是有益而具有现实意义的。
[Abstract]:The modern consumer society has promoted the rapid development of commercial buildings and promoted the prosperity of advertising industry. The facade of commercial buildings needs outdoor advertising to create a lively commercial atmosphere. But the wanton expansion of advertising has formed a kind of visual pollution, which has caused a certain impact on human life.
The paper preliminarily points out that there are many advertisements in the facade of commercial buildings, disorderly and poor, and to some extent analyze the multiple reasons that cause this situation. Then through the questionnaire survey, field investigation and other means, we choose several excellent commercial buildings to analyze them from visual psychology, facade composition, color color and so on, and summarize some advertisements. The principles of coexistence with the facade of commercial building: the principle of unity, the principle of principal and subordinate, the principle of diversification, the principle of dynamic balance, the principle of refinement, and so on.
The design of commercial building facade advertising is preliminarily explored. First, we should analyze the regional environmental characteristics of the building, according to the planning requirements of different regions and the style of the regional overall architecture, to determine the design of the facade style of the new commercial building and the advertising device attached to the facade. Secondly, it sums up the poster mainly. The setting method of facade advertisement is to determine the position and size of the advertisement on the facade according to the visual psychology and composition principle. Thirdly, it is suggested that the building facade and the overall image of the building can be advertised in some specific environment, and the advertisement can also be designed. Finally, the facade of the commercial building can be summarized. Combined with the use of hi-tech means, a more dazzling variety of commercial building facade images will be created to form a new urban image.
Finally, combined with the scheme of building facade design under the guidance of the supervisor in Baoji bay along the transformation of the old city Chencang Avenue business center, discusses the comprehensive application of some rules in the architectural design.
The value of this study lies in the principle and design method of advertising and commercial building facade coexist has conducted the preliminary research, provides detailed basic information for future commercial building facade, which is helpful and practical significance.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：TU238.1

【引证文献】